The Value of Brand Equity & Consistency on Ecommerce

Josh Mendenhall

August 3, 2020

Nike. Apple. Coca-Cola.

They’re three of the biggest and most easily recognizable brands in the world. Their products are high quality. Their consumer base is loyal. But they didn’t get to the top of the heap by sheer luck. They got there with the help of a secret sauce called brand equity, and brand equity is what continues to give them (and thousands of brands like them) staying power.

What is brand equity?

Brand equity describes the perceived worth of a brand. It’s a combination of what customers think of a brand, what their experiences with that brand have been like, and the value of that brand’s products. Brands with positive equity (here we mean stable and growing equity) have quality products with easily recognizable names and consistent messaging in their marketing.

For example, when you’re in the grocery store, positive brand equity is what drives you to purchase products like Band-Aids or Heinz Ketchup over other generic brands that might be just as good or even better. You know their names, you know they’re good products, and it’s incentive enough to buy their product over the other guy’s. That’s what we mean by brand equity.

Why positive brand equity matters

Brand equity holds a lot of weight for consumers, and consequently, it’s really important for your brand to maintain it. Josh Mendenhall, Pattern’s VP of Creative, says positive brand equity gives your brand authenticity, and it also builds customer awareness, trust, and loyalty.

Authenticity. Positive brand equity shows customers that your brand knows itself, it’s true to itself, and it’s true to its customers. This is what attracts the right demographics to your brand.

Awareness. Good equity makes brands more accessible and recognizable to consumers. Brands like Apple have dialed in their product quality, marketing, and messaging so well that even if consumers haven’t purchased their products, they know about them.

Trust & loyalty. Consumers can trust the product they’re looking at will be the product they get when it comes from a brand with positive equity. They can also trust their product isn’t coming from a counterfeit seller.

When customers trust a brand, their loyalty follows. Nike and Apple are both great examples of this: look at the buzz that surrounds Apple product launches or Nike sneaker releases. Apple and Nike customers will line up around the block for a chance to try a new product because they trust their brand will deliver, and Apple and Nike can add to their product range with confidence knowing their customers will buy whatever they sell.

Good brand equity allows companies like Nike and Apple to try new things and charge more for their products. It can also boost their stock price.

How do you build brand equity?

To build brand equity, you need to build customer awareness and trust. One of the most important ways to raise awareness and trust is to make sure your visual content and your messaging are consistent from top to bottom across all channels.

Content

Your brand voice, illustration style, iconography, graphics, logo, typography, colors, models, and photography should be consistent whether a customer’s looking at your social media, your D2C, your ads, or marketplaces like Amazon. This is what makes your brand recognizable.

If you’re using different designs on your channels or trying out different voices, it damages customer trust and renders your brand indistinguishable. Your brand should tell one story, not three different stories, and have a personality all its own.

“Once you’ve locked in on a brand, like how your brand communicates visually, stick with it,” Mendenhall said, “because that’s how people start to know who the brand is.”

Consistency is especially important on marketplaces like Amazon, where customers buy because they know a seller can be trusted. According to Mendenhall, most brands who come to Pattern for help have Amazon listings that look really different from the marketing collateral they produce themselves. That shouldn’t be the case.

Creating style guides is an important step to maintain consistency. These ensure your messaging and content stay true to your brand. Style guides can cover things like your editorial voice, how your logo can be used, what fonts can be used, and more.

Distribution

Content is only one piece of the pie when it comes to building brand equity.

“Someone said that content is king,” Mendenhall said, “but getting out there—the distribution part of that content—is queen, and the queen wears the pants.”

Companies like Nike, which have an easily recognizable brand as well as high quality product, still need to get that product in front of customer eyes to make a sale.

“Getting it out there in the world, distributing it, that’s really where brand equity gets a lot of value; how many people have seen it, and now not only seen it, but it’s consistent enough that it’s recognizable,” Mendenhall said.

Brands get into the right spaces by investing in focused advertising that meets the customer where they’re at, using good SEO practices to make their products pop up in search results, and then, once the sale is made, providing a stellar customer service experience that customers remember.

Brands doing it right

We’ve mentioned Apple a lot, and that’s because they’re so good at what they do. Aside from a loyal fanbase, Apple has a clean, minimalist look and voice that’s instantly recognizable in their packaging and their marketing. Consumers know Apple.

Apple Brand Equity on Ecommerce | Pattern

Another brand killing it in this space is Target. Target’s bullseye logo is so recognizable they only need to pop a bullseye on an ad or a storefront for customers to identify it. Talk about brand awareness.

Target Brand Equity Online | Pattern

Pattern example: Popular jewelry brand

One brand Pattern has helped maintain brand consistency across channels is a popular jewelry brand. Consistency is especially important for this brand, because it’s easy for counterfeit sellers to eat their profits.

“When someone sees this brand’s bracelet on a marketplace, it should be recognizable,” Mendenhall said. “It makes it feel like it’s actually coming from the seller or from the manufacturer versus someone who just has a bunch of these products and is trying to hawk them on a different marketplace.”

To make sure the jewelry brand’s products are recognizable, Pattern pulled their branding through all their channels.

“They use a certain type of model, they use certain types of typefaces and colors, the clothing that they wear . . . all of these things are based on the jewelry brand. So when we’re producing content for them, we want it to feel like the brand. We don’t want it to feel like Pattern. We don’t want it to feel like Amazon. We don’t want it to feel like Walmart. We want it to feel like them,” Mendenhall said.

One small way they’ve done this is to make sure the sizing charts in the jewelry brand’s image stack look different than the sizing charts on Amazon so customers know they’re working with the brand directly.

“If we’re going to show a representation of size, we’re going to show it how they show it on their website or how they show it in their catalogue,” Mendenhall said.

Pattern example: PopSockets

Another brand Pattern has worked with is PopSockets, which makes removable grips for smartphones.

“With PopSockets we wanted it to feel just like PopSockets. We used their same types of models. It’s sort of a quirky style, but we use it because we want somebody to know when they’re buying this it’s an actual PopSockets; it’s not counterfeit,” Mendenhall said.

Popsockets Brand Equity Example | Pattern

When you look at PopSockets’ branding on Amazon and their website, you’ll note that they both incorporate fun flat lays featuring PopSockets in use as well as PopSockets’ logo and branding. It’s easy to tell you’re looking at the same products.

Popsockets Listing Brand Equity Example | Pattern

At Pattern, we work closely with brands’ creative and marketing teams to understand their brand and help them preserve their brand’s equity with consistency and quality creative content. To learn more or ask for a demo of what Pattern creative could look like for your brand, contact us below.

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Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)
Aug 30, 2022

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)
Aug 23, 2022

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)